Fredy Pascal Connect

My design story — not a portfolio, a path

Illustrated portrait of Fredy Pascal waving

Strategic design for the messy middle of products & services.

I'm Fredy Pascal.

UX · Service Design · AI Strategy

Begin the story

01 / 06

01
The person

Italian by birth.
Tiramisù-certified
by passion.

Born in the heart of the Alps. Grew up battling in Pokémon games and getting lost in Tolkien and Star Wars worlds. Now the professional part —

My design philosophy is guided by a single north star: improving lives through meaningful innovation. A multidisciplinary background — UX, social services, engineering, psychology, project management — to create inclusive systems tailored to users' true needs.

I don't wait for directives — I proactively drive decisions, sharing insights from practical research and experimentation. Innovation thrives on collaboration and knowledge-sharing.

Roles I step into

01Head of Digital Studio
02UX & Business Strategist
03UX & Service Designer Specialist
04Design & Research Ops
05UX Researcher & Experimenter
06AI Solutions Strategist
CERTCertified in
05 credentials
01✓

Job To Be Done

02✓

Certified OOUX Strategist

03✓

Journeys Management

04✓

AI Agents (GEAR)

05✓

Business Testing

02
The numbers

Meaningful impact through user-centered design and measurable business results.

Valuable, usable solutions grounded in research — that enhance experiences while unlocking revenue, reducing costs and delivering measurable savings.

01
+50%
intake completion

Designed and delivered 5 quick wins in 3 months by mapping the mental health journey through service blueprint analysis with doctors and members.

02
−30%
drop-off rate

Launched a drop-off survey to understand why members were quitting, then recommended five solutions aimed at increasing doctor consultations by 30%.

03
−60%
waiting time

Redesigned the member journey to eliminate four manual hand-offs, implementing two solutions that free up space for other patients.

04
200k
€ / yr revenue

Spent a year with the lead PM strategically launching a home renovation service across five European countries, navigating diverse regulations and subsidies.

05
80k
€ / yr saved with AI

Designed and delivered three Generative AI solutions for HR experts, automating low-value tasks so they can focus on human connection.

06
700k
€ cost savings

Through analysis of two core customer journeys, I identified 35 opportunities that directly reduced drop-offs and lowered operational costs.

03
The work

Selected projects, told through four lenses.

From framing the problem to shipping the product — pick a lens, then open a project.

Framing the problem, mapping the system, betting on the right opportunities.

03
The method

The strategy.
The tactic.

Driven by a deep, front-to-back understanding of the end-to-end journey. I lead projects from start to finish — ensuring the final product meets a high standard of quality.

150+ research studies in a single year — informing company strategy.

I

Strategy

Design the right thing.

  1. 01

    Discovery

    Answer low-confidence & riskiest questions.

  2. 02

    Define

    User & business opportunities surfaced.

  3. 03

    Prioritize

    The most impactful opportunities first.

  4. 04

    Ideate

    Possible to-be journeys covering unmet needs.

  5. 05

    Experiment

    De-risk assumptions with concept testing.

  6. 06

    Prepare

    Get the work ready for implementation.

II

Tactic

Design the thing right.

  1. 01

    Exp. Design

    Front-to-back user flow and journey design.

  2. 02

    UI Design

    Information architecture & interactions.

  3. 03

    Testing

    Processes, sub-flows, logics, tasks.

  4. 04

    Refinement

    Iterate and prepare for implementation.

  5. 05

    Specs

    Write user stories & requirements.

  6. 06

    Deliver

    Support engineers to ship the solution.

04
The craft

Core skills in design, research, business, AI, tech and stakeholder management.

Growing in the fields of Artificial Intelligence, leadership, and influencing strategic decisions with data.

  • Systems thinking & complexity navigation
  • Service ecosystem mapping
  • Value proposition design
  • Business model design
  • Policy and regulatory context awareness
  • Strategic foresight & speculative design
  • Opportunities roadmap prioritization
  • Object Oriented User Experience (OOUX)
  • End-to-end service blueprinting & journey design
  • User journey orchestration & ops
  • Multi-channel / omni-channel service design
  • Designing for service moments (front/backstage)
  • UI Design: IA, interactions, visual, content
  • Holistic prototyping (Low → High fidelity)
  • Concept prototyping using AI tools
  • Mixed-method user research (quant + qual)
  • Contextual inquiry & ethnographic methods
  • Research operations and governance
  • Synthesizing insights to strategic implications
  • Insights repository management
  • Testing hypotheses with service prototypes
  • KPI frameworks for experimentation
  • Opportunity design impacting business outcomes
  • Executive and cross-functional workshops
  • Co-creation with users, staff, and partners
  • Conflict mediation and alignment building
  • Storytelling for influence and clarity
  • Visual facilitation and live systems mapping
  • Driving consensus in politically complex orgs
  • Leading multi-disciplinary teams (Design, Product, Ops, Policy)
  • Influencing executive stakeholders
  • Advocacy for user needs within delivery contexts
  • Voice of the user in board-level decisions
  • Design humility and curiosity
  • Comfort with ambiguity
  • Outcome orientation, not just deliverables
  • Strong narrative framing abilities

The toolkit

Expert in key design tools to shape the vision.

FigmaGemini ProLovableAntigravityGoogle AI StudioDevinci ResolveAdobe CCNotionFigmaGemini ProLovableAntigravityGoogle AI StudioDevinci ResolveAdobe CCNotionFigmaGemini ProLovableAntigravityGoogle AI StudioDevinci ResolveAdobe CCNotionFigmaGemini ProLovableAntigravityGoogle AI StudioDevinci ResolveAdobe CCNotion
05
The voices

Feedback that fuels the craft.

01/08

voices from peers